IPO CommunicationsPreparing for Your Close-up

not a destination

It’s a

Journey

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The journey...

PRE-IPO IPOPOST-IPO

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Let’s look at it this way...

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Positioning: getting ready to sell

Shift your thinking — the company is the product

Addressing a new audience

Get introspective

Define your core investment proposition

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a market message

consistent

the jargon

Establish a messaging framework

How do you compete? Need expressed Need addressed

Cut out

Develop

Be

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Generate one consistent message

Internal Communicatio

ns

Boilerplate

Website

Social Media

Promotional Material

Presentations

Marketing Communication

s

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> The website. 95%of financial journalists

go to a company’s website first

75%of institutional

investors visit weekly

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Where is the first place potential investors go?

Best practice examples

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Resources

Q4 Web Systems white paperhttp://www.q4blog.com/2011/01/

12/ir-website-best-practices-free-q4-whitepaper/

CICA website

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PR & Media: Building Visibility

Establish a PR function

Communicate corporate milestones

Put key metrics into the market

Begin media outreach

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Incorporate key messages

Key channelsProspectus and greensheetVideoPresentationManagement delivery

The IPO: Selling the Offering

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Presentation

the right information

rapidly transferred

with high recall

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it’s about distilled nuggets

somethingbig coming

valueproposition

growth strategy

board

product description

mission

visionlast year’s

results

intellectualproperty

media coverage

corporategovernance

head shots

awards

table of contents

capabilities

features

benefits

values

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Moving up the value chain

ComponentsSubsyste

ms

PayloadSpacecraft

MissionServices

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Traditional strength Current opportunity

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Liuyang Fireworks Current

Liuyang Fireworks Target

International sales Domestic sales

50%

5%

Growth Strategy

95%

50%16

Beyond the presentation – Corporate video

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Ensure it contains key messages

Use gatefold graphics

Prospectus and gatefold

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The delivery

scripting

presentation coaching

Q&A preparation

advice

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Presentation coaching: how it works

dry runs

video analysis

mock Q&A session

repeat, repeat, repeat

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They own 30 companies

They are cynical

They have heard it all before

They are looking for a reason to say “no”

We prepare you to meet them

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Sell-Side AnalystsRequire detailed information to build models and compare you to already public companies

Institutional AccountsWill be directly investing and require knowledge of company, track record and management

Retail Investment AdvisorsThe high points, including growth strategy, that they can pass on to their clients

Who you will meet

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Congratulations you’re public!

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New opportunities and new responsibilities

Retail Shareholders

QuarterlyReporting

RegulatoryRequirements

ConferenceCalls

Annual Meetings

Media Scrutiny

PressReleases

Roadshows

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InvestorDays

BoardMeetings

Conferences

Build capability pre-IPO

The solution: Solid IR infrastructure

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PRE-IPO IPOPOST-IPO

Path to public markets success

Strong positioning

Core messages in place

Solid presentation & support materials

Prepared management

IR infrastructure in place

Follow best practices

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Questions?

Thank you!